Namibia and China have strengthened their relationship in recent years and, strategically, the southern Africa nation seeks to solidify that relationship to attract more visitors from the Asian country in the future.

“China remains a huge market with endless possibilities. Namibia Tourism Board (NTB) intends to intensify its initiatives in that market. Our focus is to grow the market with targeted initiatives aimed at the upper niche market,” Bonnie Mbidzo Acting CEO of the NTB told Tourism Update.

Independent economic and business researcher from Namibia, Josef Sheehama, recently told Chinese news agency, Xinhua that China-Namibia relations offered opportunities for Namibia's tourism sector.

He said the growing middle class in China had shown increased interest in international travel, and Namibia's diverse wildlife, natural beauty and cultural heritage made it an attractive destination for the Chinese.

"By promoting tourism exchanges and collaboration, Namibia can benefit from increased tourist arrivals, generating revenue and employment opportunities," said Sheehama.

Intensifying marketing strategies

Gitta Paetzold, CEO of the Hospitality Association of Namibia (HAN), said the NTB and the Namibian Government had seen the potential for growth for inbound tourists from China.

“We have hosted and attended a number of travel shows and initiatives, while the NTB has even contracted Chinese marketing agents to promote Namibia to their markets on the most relevant and China-specific social media and other platforms.”

Both Paetzold and Mbidzo noted that, even though Namibia was increasing its efforts to attract more Chinese visitors, the absence of direct, or at least convenient, air connectivity between the countries, remained a hurdle.

“Without direct air connectivity, some of our marketing initiatives will not bear the expected fruits,” said Mbidzo.

Increase in Chinese operators in Namibia

Paetzold highlighted that the long-standing business relationship between China and Namibia had already prompted some aspiring Chinese tour operators to establish closer links to the Namibian tourism sector to develop and grow the flow of leisure travellers from China.

“What started with arranging business trips to the country for business partners and colleagues in the mining and construction industry has, over the years, prompted the establishment of Chinese travel agents and operators based in Namibia, who assist with planning and facilitating of tours and visits,” said Paetzold.

She recalled the establishment of Chinese operators and agents such as China Travel, Joy Travel, and Lion King Travel, to mention a few.

“At my last count, we had some 15 Chinese and Asian travel agents based in Namibia and, over the years, Chinese investment also saw the purchase of accommodation facilities in Namibia, such as Agama Lodge in Namibia's South, Flamingo Villas, a guesthouse along the Walvis Bay Lagoon, and Little Forest Guest House in Windhoek.”

Chinese leisure travellers still minimal

Despite the presence of Chinese operators and property owners in Namibia, the number of leisure travellers to Namibia from China was still minimal, said Paetzold.

“From 2016-2020, Chinese travellers constituted 1.2% to 1.8% of the total number of guests at Namibian accommodation establishments, according to occupancy statistics from HAN. This percentage dropped sharply in 2021/22 to just under 0.4%, and indications are, that in 2023, the number of Chinese travellers visiting Namibia and staying at accommodation sites will just be short of reaching the 1% mark again. This drop is due to the delayed reopening by China to international travel,” she said.

The Namibian tourism market remains dominated by its biggest single source market, Central Europe, especially Austria, Germany and Switzerland, with the French and Italian markets also growing substantially over the past years. 

“Much of the focus and marketing is thus spent in Europe, but many have recognised the need to spread the load, as the European traveling load is mainly from July to November, and the Chinese holidays in January/February would make China an ideal option to fill beds in Namibia's quieter tourism season at the beginning of the year.

“Local operators are engaging with their Chinese colleagues and attending relevant trade events to increase awareness of Namibia in the Asian market,” said Paetzold.

“The sheer numbers of the Chinese population would enable a fraction of a percentage of those high-end travellers to make a huge impact on the Namibian leisure travel arrival figures, currently at a mere half-a-million annually across the globe. We believe that there is particular scope in the high-end travel segment for China-Namibia tourism growth.”